Southern Africa: The Multiple Features of a Maturing Region

There are notable disparities between the leading South Africa market and its neighbours, Zimbabwe, Mozambique, Botswana, Namibia, Zambia, Malawi, Angola, Swaziland and Lesotho. However, Southern Africa has seen an overall slower growth in the market research and insights industry over the last decade, given the limited research commissioned by companies.

While Southern African countries have experienced local companies that operate as boutiques and offer good services, they are hindered by limited local budgets and the monopoly of multinationals over international budgets and Joint Industry Committee (JIC) type of surveys. Global agencies are, thus, extending their global mandate on a small scale as they work with local agencies.

High profile respondents, with access to internet and smartphones, have grown tremendously to the point of now nearly on par with global counterparts and are able to complete online surveys successfully. Business to business research, however, is limited and the value of research as a catalyst for development is negligible affecting the African progress in all economic and political spheres.

Increased mobile access has boosted field possibilities and is powering telephone interviewing. Mobile research has helped overcome physical travel barriers making shorter surveys possible. Face to face was the most common research methodology in the region, now using tablets instead of pen and paper. Mobile (now with increased reach including poorer communities), online (for business and high end, mystery shopping for services especially), observation, focus groups (including virtual groups), or in-depth interviews, have all become virtual as well.

Estimated spend by research design in Africa compared to the rest of the world, 2019 (%)

Source: ESOMAR’s Global Market Research 2020

Southern Africa has a well-educated workforce that requires continuous training as few universities are offering a degree in market research – market research is generally offered as a module in most business degrees. Sector education training is also improving with Southern African Marketing Research Organisation (SAMRA), the Pan African Media Research Organisation (PAMRO) and ESOMAR taking the lead on Industry matters to ensure professionalism amongst researchers, sharing ideas and new developments.

Since Southern Africa is composed of many unique markets, broader studies should ensure their sample sizes are large enough to compare results by country, region, or demographic group with methodologies that best suit their project and the population they are trying to reach. Projects with higher budgets and those looking to reach rural or illiterate populations may be better suited to an in-person method such as CAPI or voice call method such as CATI. Those with lower budgets may choose to conduct research via SMS or online through web-based links. Focus groups administered either in-person or through online or mobile-based focus groups may also be appropriate for certain projects.

Lastly, the COVID-19 pandemic devastated most companies. Changes included diminished investment and spend on market research, an increased virtual meeting phenomenon and its use for qualitative research. These also offered opportunities for reduced operating costs. Africa calls for more accurate and reliable market research data for the universal and local corporations moving to understand their specific markets and audiences.

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Major Tikiwa Operations Director, Multimedia Experienced marketing consultant with a preference for research backed solutions. Major has taken an active role and interest with research organisations. He is the ESOMAR (Zimbabwe representative) and Pan African -Media Research Organisation (PAMRO Board member).